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Diversity Marketing Is Not a Quick Fix to Growing a Brand's Customer Base

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Diversity Marketing Is Not a Quick Fix to Growing a Brand's Customer Base By Jen DeTracey Diversity HowMarketing to Build Lasting Relationships in New Markets ast December, I dropped by an RBC one; in this case, the loved one is a commu- reach more than 4.5 million households in Royal Bank location here in Vancouver nity of people. more than 17 target market segments in Lto speak to a teller about a financial So, with all these unknown variables, why more than 60 languages. The largest mul- matter and discovered they were giving out do corporations make this commitment? I be- ticultural populations in Canada includes free 2012 calendars to their patrons. When I lieve the driving factors are opportunity and Chinese, South Asian, Black, Arab, Fil- asked for one, my teller handed it to me and corporate responsibility. ipino, Latin American, South Asian and told me I was lucky because it was the last Ethnic Communications, a Toronto-based South East Asian. one. This was confusing for me because I saw consulting agency that works with clients in other patrons approaching the information ethnic marketing, reports the following data Statistics on the population of the LGBT com- desk to receive a calendar as I was leaving as crucial information to consider when ex- munity in Canada are more difficult to deter- the branch. I asked the woman at the desk if ploring the opportunities and benefits of mine, but there is speculative data available. there were more and she told me that those diversity marketing: According to The International Gay and Les- calendars were the Chinese version. - In the next decade, 70% of retail sales bian Chamber of Commerce’s LGBT Market I was impressed to see that this RBC branch growth in Canada will likely come from Overview report, more than two million peo- was catering to its local community by offer- visible minorities (Toronto Star, Sept. 14, ple out of a total population of 33.4 million in ing calendars in both Chinese and English. 2010). Canada are members of the LGBT commu- Many financial institutions and corporations - At least half of Vancouver’s and Toronto’s nity. in Canada and around the continent have population will be made up of visible mi- This statistical data presents a very strong committed to investing marketing time and norities by 2017, of which Chinese and incentive for corporations to consider focus- money into attracting diverse “new markets” South Asian will represent the two largest ing on market segmentation aimed at the of customers. These “new markets” include single groups (Statistics Canada). diversifying range of Canada’s growing pop- people from specific ethnic backgrounds, - Diversity Marketing Services Inc. states ulation. new immigrants, employees, and the LGBT that their DMS Media Partner network can The other hook in diversity marketing is (lesbian, gay, bisexual & transgender) com- munity. Diversity marketing is not a quick fix to growing a brand’s customer base. It’s a long- Diversity marketing is not term proposition with benchmarks that are more difficult to clearly define than running a coupon promotion and being able to mon- a quick fix to growing a itor your franchisees’ return on investment as an instant and measurable outcome. It’s a brand’s customer base marketing strategy that can be likened to building a long-term relationship with a loved © 2012, Canadian Franchise Association. All rights reserved. The contents of this publication may not As seen in TheFranchiseVoice | FALL 2012 | www.cfa.ca be reproduced by any means, in whole or in part, without the prior written consent of the publisher. Diversity marketing needs to be looked at in a holistic fashion in the communities a brand wants to reach corporate responsibility. About seven years looking to buy businesses. Many are very in- ago, TD Bank Group realized that their LGBT terested in opening a franchise. This is where employees were not as comfortable as they being visible is important. Most prefer to find wanted to be in their work environment. out about business opportunities in their Once these issues were uncovered, the TD own language first.” Bank Group strove to create an environment Raza adds: “Reaching out to ethnic commu- Figure 1 of inclusiveness and drafted policies to sup- nities through mainstream media is not Telecom company TELUS is also striving to port this process. effective. Decisions, although made by indi- lead the way in terms of ethnic and LGBT Hilary Woods, Senior Manager of Marketing viduals, are highly influenced by the joint community marketing. Planning for TD Bank Group, explains the im- family system. This starts by being visible in Kenn Hamlin, Director of Special Projects portance of moving in this direction. community publications or media.” and Community Investment at TELUS, said: “Reaching out to diverse communities is a Raza also encourages businesses to build “TELUS has a long-standing commitment to journey,” she says. “Before you ask for the their brand by integrating specifically into inclusion and diversity in the workplace and business, ask yourself these vital questions: the desired market segment. Cultural festi- local community. Since 2000, TELUS and its Is my house in order? Are my policies and vals are an excellent way to give the brand a employees have donated more than $1 mil- culture in the workplace inclusive? Do my strong presence in a local community. lion to LGBTQ organizations across Canada employees feel comfortable being them- Diversity marketing needs to be looked at through a variety of programs.” selves at work? Would the community and in a holistic fashion in the communities a TELUS has even created an offshoot of our employees recognize and appreciate brand wants to reach. I recommend looking stores, starting in Vancouver, focusing on your sustained commitment and investment? at where your franchisee locations are most lifestyle-oriented consumers. “Once you are satisfied with the answers to predominant in Canada. From there, explore “Caya is a sophisticated new brand of bou- these questions, you’ll know that you are which market segments seem the most feasi- tiques powered by TELUS,” said Hamlin. driving to the goal of earning the right to ble. A good starting point will be to learn “Caya boutiques appeal to progressive, ask for the business. You can’t jump any of what specific culture or community lifestyle trend-setting urbanites. Caya encourages you these steps.” the employees in specific regions are rooted to ‘Come As You Are’.” Woods adds: “TD strives to be the better in and go from there. At the Vancouver Queer Film Festival, Van- bank through long-term commitments and Once the market segments are identified couver’s second-largest film festival, Caya strategies. Diversity is not a passing fancy or and staff from these communities are fully gave out promotional buttons (Figure 2). One fad. It is core to our mission and values. It is represented in the areas where marketing had an image of two females and the other this ‘stick-to-it-iveness’ that has earned us will take place, then a healthy mix of expo- with two males. the trust required to be a leader in financial sure and engagement is important. services and diversity.” Acknowledgement and celebration of spe- TD Bank Group leverages their strong rela- cific ethnic groups or the LGBT community tionships with their employees to ask for busi- can start with posters or banners for special ness in the communities they identify with. events such as the Chinese New Year or This has been an effective approach for them. Pride Parade. Involving staff in attending spe- Syed Raza, Director of Media Strategy for cial events with their community on behalf Ethnic Communications, calls attention to of the brand can be effective. When running the growing diversity in new immigrants to ads with chosen media outlets, displaying Figure 2 Canada and the opportunities that presents these ads at predetermined locations to re- to corporations. inforce the message can also deliver a strong TELUS has been involved in ethnic marketing “Canada is a mosaic for culture. People are message. since the late 1990s, and this gives TELUS an coming from different parts of the world,” For instance, Figure 1 is TD Bank Group’s ad advantage, explains Jagjot Singh, Manager of said Raza. “Immigrants new to Canada are targeting the South Asian market. Multicultural Marketing at TELUS. © 2012, Canadian Franchise Association. All rights reserved. The contents of this publication may not As seen in TheFranchiseVoice | FALL 2012 | www.cfa.ca be reproduced by any means, in whole or in part, without the prior written consent of the publisher. to help with this process; 4. Having a good mix of brand exposure and engagement; 5. Looking at this process as a long-term re- lationship. Following these simple steps – and adher- ing to them – will boost the effectiveness of your company’s strategy of marketing to spe- cific cultural groups, and seeing a positive impact on the bottom line. About the Author: Jen DeTracey is a strategic alchemist and one of Canada’s top marketing experts. Lift Strategies helps franchisors put effective mar- keting systems in place so that their franchisees have the best tools to succeed. DeTracey’s proven 5-Step Strategic Marketing Process, the “Investing in ethnic marketing allows TELUS Based on the examples of large Canadian LIFFT® Process, has helped thousands of busi- to reach customers who may not consume corporations in this article, it is clear how nesses. Jen delivers these tools through her Lift mass media and those who may have unique integrating diversity marketing into your Strategies book, consulting, training programs product or service needs compared to those franchise system – if you have not done so and keynote speaking at conferences and con- of an average mainstream customer, like in- already – requires you to commit to: ventions.
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